As I have noted previously, these days the main ‘shop window’ in which a university presents its programmes, facilities and services to a wider world is its worldwide web homepage. Anyone wanting to make contact with it is likely to look there first, and therefore it is very important that the institution presents itself well. A few weeks ago I had a look at the Irish university websites, and on the whole I did not think they were well designed. Yesterday I investigated the home pages of 14 British universities. I am inclined to conclude that, like their Irish counterparts, they mostly don’t get it right.
Here are some of the key problems.
First, what almost all (except one, to which I return in a moment) get terribly wrong is the sheer busy-ness of the page. Generally it is full of small print and densely formatted text, with a vast array of links that are not usually organised in a user-friendly way. It is my view that a homepage should not give more than nine or ten clickable links, and that these should be presented in a visually accessible way. In fact, most have dozens. For example, this university gives you 57 links on the homepage, not organised into any coherent groups. This world famous university has 62, though admittedly the links are clustered in a somewhat more logical way. The one that gets it absolutely right is the University of Warwick, with only nine links on the homepage.
Secondly, almost no university seems to be able to resist the idea that it should publish self-congratulatory news stories on the homepage. Of course this is simply a form of PR, but not a useful one. It is not an effective way of publishing press releases (journalists don’t scour university websites looking for these), while those who go to a university website will almost always find them a distraction. They serve absolutely no purpose, except in very rare cases of stories that people may genuinely want to have brought to their attention.
Thirdly, most of the websites were very hard to navigate. I asked a friend to look at each of them and try to get as much information as possible about undergraduate examinations, including exam dates, initially without using the ‘search’ function. In the case of three of them he was unable to get any information at all by following links. Interestingly, in one of these even the search function didn’t help, while in the other two it brought so many results that it took him ages to work out which of them was of use to him. Seven of the 14 universities seemed to publish no information about examination dates (or if they did he couldn’t find it). In the case of only one university did the hunt for exam information turn out to be easy and logical.
Finally, the design of most websites goes against the most obvious principle: keep it simple. Don’t cover the page with writing and images, and don’t make the following of links too complex. On the homepage, keep individual items apart from each other with plenty of white space, and only include information that will clearly be helpful to those accessing the page. Of the 14 websites I looked at, five even put so much on the page that it forces the user to scroll down to find key information, an absolute no-no in the design of internet home pages.
It seems to me that all this is another sign that many universities don’t have a proper understanding of the key objectives of PR, and in particular that they don’t really appreciate the potential and pitfalls of websites. Mostly they have not properly considered what they want these sites to do for them, and therefore they don’t knowhow they should design them to achieve their purposes. Universities deal with very complex areas of knowledge, but when it comes to the internet they should, above all, keep it simple.